An examination of the factors affecting impulsive buying behavior in the cosmetics industry within the scope of the moderating effect of product category familiarity

When looking at the factors affecting impulsive buying behavior in the cosmetics sector, there are many factors that consumers consider when making instant decisions or buying products even though they do not need them. In the research, these factors were examined in terms of marketing and consumer behavior; One of the important stimuli that trigger consumers' impulsive buying behavior is external stimuli. For example, in-store promotions and discounts can make consumers suddenly want to buy products. Elements such as interior design, lighting, music and odors of cosmetics stores can influence consumers' purchasing decisions. Sometimes intrinsic stimuli can also be effective. Consumers may be under the influence of friends or family members. Recommendations or approval from others can trigger impulsive buying behaviors. Consumers' loyalty to a particular cosmetic brand may trigger impulsive buying behavior. Cosmetics companies' advertising campaigns and fast consumption opportunities may facilitate consumers to make impulsive decisions. Consumers' mood may affect their impulsive buying behavior. In this study, the direct effects of factors such as brand equity, price consciousness, store-level promotions, store atmosphere, hedonic consumption, and normative influences on impulsive buying behavior were examined.In addition, it was investigated whether the product class familiarity factor has a regulatory role on impulsive buying behavior. In this context, a questionnaire form was created with the scales determined as a result of the literature review. 550 meaningful data were analyzed. In line with the purpose of the study, quantitative research design was utilized. Descriptive analyses were used to classify the demographic characteristics of the participants and the Least Squares Method (PLS-SEM), which is one of the types of Structural Equation Modeling (SEM) and can analyze complex models, was used in the research. While the direct effect of brand equity, price consciousness, store level promotions, hedonic consumption, normative influences scales on impulsive buying behavior was supported, the effect of store atmosphere variable on impulsive buying behavior was not supported. In addition, while the moderating effect of product class familiarity on the effect of brand equity, price consciousness, normative influences on impulsive buying behavior is supported, the moderating effect of product class familiarity on the effect of store level promotions, hedonic consumption, store atmosphere variables on impulsive buying behavior is not supported.